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Evaluating ecommerce websites cognitive efficiency: an integrative framework based on data envelopment analysis.

Corrado Lo Storto1

  • 1University of Naples Federico II, Department of Industrial Engineering, Piazzale V. Tecchio n. 80, 80125 Naples, Italy. corrado.lostorto@unina.it

Applied Ergonomics
|May 24, 2013
PubMed
Summary
This summary is machine-generated.

This study introduces a new framework to measure ecommerce website efficiency by analyzing user cognitive effort and benefits. It helps identify factors influencing user satisfaction and website performance.

Keywords:
AmbiguityCognitionData envelopment analysisEfficiencyElectronic commerceHuman–computer interactionUncertaintyWebsite

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Area of Science:

  • Information Science
  • Cognitive Psychology
  • E-commerce Analytics

Background:

  • Website efficiency is crucial for e-commerce success.
  • User interaction involves cognitive effort and costs.
  • Cognitive benefits influence user satisfaction and perceived website quality.

Purpose of the Study:

  • To develop an integrative framework for evaluating e-commerce website efficiency from a user's perspective.
  • To measure website efficiency based on cognitive costs and benefits.
  • To identify key drivers of user satisfaction and website performance.

Main Methods:

  • Utilized Data Envelopment Analysis (DEA) for efficiency measurement.
  • Incorporated theories of information processing and cognition.
  • Measured 9 variables across user experience, site navigability, and structure.
  • Employed stepwise regression to analyze the impact of cognitive costs and benefits.

Main Results:

  • Developed a novel framework integrating cognitive theories with DEA for website efficiency.
  • Identified specific user experience, navigability, and structural elements impacting efficiency.
  • Quantified the influence of cognitive costs and benefits on overall website efficiency.

Conclusions:

  • The proposed framework offers a user-centric approach to e-commerce website evaluation.
  • Understanding cognitive costs and benefits is vital for optimizing website design and performance.
  • This research provides actionable insights for improving e-commerce user experience and efficiency.